Gold
Eau de Parfum
24
Acquired
24
TV-licensed spicy-amber fragrances developed in Dubai under the ScentStory label.
About 24
24 is the licensed fragrance line created by UAE-based company ScentStory FZE in collaboration with Twentieth Century Fox, built around the American TV series 24 and its lead character Jack Bauer. According to a 2009 report by The Moodie Davitt Report, ScentStory FZE was founded by Gabriel Chami, a fragrance industry professional with over a decade of experience in the Middle East. Chami, a fan of the show, approached Fox to create an official 24-branded scent, which led to the launch of 24 The Fragrance in June 2009 in Dubai.
24 The Fragrance was introduced as the first selective fragrance to be designed and developed in Dubai, with its debut at Cinestar Cinemas in Mall of the Emirates. It initially launched exclusively through Virgin Megastore outlets in the UAE before being rolled out across the wider Middle East, and later, according to the 24 series fan wiki, into markets such as Switzerland, Chile, Paraguay, Portugal, Hungary, the United Kingdom, the USA, and other Near East and Middle East countries. The line subsequently expanded into multiple flankers and variations, which are catalogued by databases like Fragrantica and Parfumo.
The original 24 scent is built around a spicy-amber structure that matches its TV tie-in concept. The Moodie Davitt Report describes a composition with lavender, mandarin orange, bergamot, and lemon in the opening, a heart of nutmeg, cinnamon, pink pepper, mint, caraway, and anise, and a base of amber, musk, oakmoss, vanilla, and wood. Parfumo lists an alternate note breakdown for 24 featuring bergamot, coriander, lemon, and mandarin in the top, cedarwood in the heart, and amber, oud, and vanilla in the base, suggesting a warm, resinous, and slightly gourmand profile that leans into sweet and woody nuances.
Over time, the 24 lineup has grown beyond the initial release into a small stable of value-oriented niche-style fragrances often discussed in online reviews as affordable spicy-amber and oud-centric options. While the range remains closely associated with the TV brand identity, the scents themselves are judged on their own terms within enthusiast communities, particularly in the Middle East and among collectors who seek strong-performing Middle Eastern-influenced blends at accessible prices.
At a Glance
The Brand
Founded
2009
Founder
Gabriel Chami
Country
United Arab Emirates
Category
Niche
Scent Personality
Worth It?
Scent DNA
Amber
Spicy
Woody
Oud
Gourmand
- 24 fragrances typically lean on dense amber, spice and vanilla accords with an occasional oud twist, giving them a warm, evening-ready character
- They are often built with a noticeable synthetic edge that boosts projection and longevity, prioritising impact over subtlety
Typical Performance
Longevity
Long
Projection
Strong
Positioning
A niche, mid house known for amber compositions.
How It Compares
- → Similar performance style to Montale
- → Less refined than Amouage
- → Stronger and heavier than Calvin Klein
- → More value-focused than Yves Saint Laurent
Who It's For
Best For
- Evening wear
- Cool weather
- Budget-conscious collectors
- Fans of TV or pop-culture tie-in scents
- Middle Eastern-style amber and oud lovers
Strengths & Weaknesses
Strengths
- Strong performance for the price
- Distinct spicy-amber signatures across the line
- Good entry point into Middle Eastern-influenced styles
- Appeal to collectors of TV and pop-culture licensed products
Weaknesses
- Synthetics can feel harsh or loud on skin
- Branding tied to the 24 TV show can feel dated
- Not ideal for minimalistic or office-safe tastes
Brand Evolution
The 24 brand started in 2009 with a single TV tie-in release positioned as the first selective fragrance developed in Dubai. It later expanded into multiple flankers that pushed the formula toward stronger oud, gourmand and sweet-spicy directions while keeping the accessible pricing and bold style that attracted enthusiasts in the first place. Discussion in online communities has shifted from the novelty of the 24 license to the scents themselves, which are now often evaluated alongside other mid-priced, Middle East-linked niche offerings.
Quick Verdict
24 is a solid choice if you want loud, long-lasting spicy-amber or oud fragrances without paying luxury prices, and you do not mind synthetic heft. If you prefer understated, natural-smelling perfumery or do not like overt TV branding, it will likely miss the mark.
Perfumers
24 Fragrances